What Worth Financial Group Inc. does

Worth Financial Group, Inc. is an independent broker-dealer and investment advisory firm headquartered in Dallas, Texas, founded in 1983 and currently owned by Lisa Gesin, who acquired the firm in December 2020. The firm is SEC-registered, FINRA-member, and SIPC-member, offering securities and investment advisory services to individuals, families, business owners, and retirement plan sponsors. Its service portfolio is organized around five core areas: investment management, retirement planning, protection/insurance strategies, holistic wealth management, and estate/legacy planning, delivered through a network of affiliated independent financial professionals operating across Texas and nationally.

The firm does not operate a proprietary technology platform; client account access is provided through third-party portals (Schwab and My StreetScape). Services are distributed through a network of affiliated independent advisor practices and sub-brands, including Greater Texas Wealth & Risk Management, AmVan Financial & Insurance Brokerage, FTS Life Insurance Agency, and Vista Private Wealth (founded 2025). The firm's go-to-market is relationship-driven and consultative: prospective clients reach out via inquiry form or phone and are matched with an advisor who provides personalized guidance, with no call center layer and no sales quotas.

Revenue is generated through three streams: (1) recurring securities and investment advisory fees on managed client portfolios, (2) transaction-based commissions on insurance products (life, disability, long-term care, annuities) offered through affiliated independent agencies, and (3) professional services fees from third-party retirement plan administration via the RetirementPlans.com partnership. Pricing is not publicly disclosed and varies by advisor, product, and client situation. The firm explicitly carries no proprietary products, has no corporate parent, and positions itself as an intentionally small, compliance-forward, family-owned alternative to wirehouse firms.

Name

Worth Financial Group Inc.

Legal name

Worth Financial Group, Inc.

Website

https://worthfinancialgroup.com

Company type

Private

Founded year

1983

Operating status

Operating

Headcount range

1–10 employees

Short description

Worth Financial Group is an independent, SEC-registered broker-dealer and investment advisory firm based in Dallas, Texas, founded in 1983 and owned by Lisa Gesin. It delivers securities, advisory, insurance, and retirement plan services through a network of affiliated independent financial professionals serving individuals, families, and business owners nationwide.

Ownership category

akta.pro rank

Product category

Independent Broker-Dealer and Investment Advisory Services

NAICS

Portfolio Management and Investment Advice (523940), Finance and Insurance (52)

SIC

Finance Services (6199)

akta.pro primary industry

Insurance-Integrated Wealth Managers (RIA + Insurance Solutions) (FSAAACAI)

akta.pro secondary industries

Managed Accounts & Model Portfolios (SMA/UMA) (FSAAAAAG), Private Banking & UHNW Wealth Advisory (FSAEABAC)

Keywords

• Independent broker-dealer
• Investment advisory services
• Retirement planning
• Wealth management
• Insurance and annuities

Headquarters

HQ city

Dallas

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Securities and Investment Advisory Services: The firm generates revenue through securities brokerage and investment advisory fees charged to clients for managing their investment portfolios and financial plans. As a registered broker-dealer and investment advisor (SEC Registered, FINRA Member, SIPC), the firm earns commissions and/or advisory fees on securities transactions and ongoing account management.
2. Insurance Products: Affiliated financial professionals offer insurance products including life insurance, disability insurance, long-term care insurance, and annuities. Some of these products are offered through affiliated independent agencies (FTS Life Insurance Agency, Inc., AmVan Financial & Insurance Brokerage, Inc.) rather than directly through Worth Financial Group, generating commission revenue for the affiliated advisors.
3. Retirement Plan Administration: Bob Wirth, a financial advisor with the firm, built and led retirement plan administration firms and merged them into RetirementPlans.com, a nationally recognized retirement plan consulting and administration firm. This generates revenue through third-party administration fees for employer-sponsored retirement plans.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels3 records

Core offering

Worth Financial Group is an independent broker-dealer and investment advisory firm that delivers personalized financial guidance through affiliated financial professionals. It provides investment management, retirement planning, insurance and protection products, and legacy/estate planning to individuals, families, retirees, and business owners nationwide, operating under SEC, FINRA, and SIPC regulatory oversight.

Product overview

Worth Financial Group is an independent financial advisory firm providing comprehensive financial guidance through human advisors. The firm operates as a single-tier offering with services organized around five core areas: Growing Your Investments, Preparing for Retirement, Protecting What You've Built, Building Long-Term Wealth, and Leaving a Legacy. The firm supports multiple sub-brands and independent advisor practices including Greater Texas Wealth & Risk Management, AmVan Financial & Insurance Brokerage, FTS Life Insurance Agency, and Vista Private Wealth. All services are delivered through SEC-registered, FINRA/SIPC member broker-dealer infrastructure with a focus on independent, client-first financial guidance without proprietary products or corporate mandates.

Differentiator

Problem solved

Functional benefit

Products and services

• Growing Your Investments Investment management services helping clients build an investment approach tailored to their risk tolerance, timeline, and goals, covering individual stocks, bonds, ETFs, mutual funds, and other investment vehicles; targeted at individuals, families, and retirees.
• Preparing for Retirement Retirement planning services helping clients determine what they need, map realistic pathways to retirement, and ensure strategies adapt as life changes; targeted at pre-retirees and retirees.
• Protecting What You've Built Insurance and protection strategy services covering life insurance, disability insurance, long-term care insurance, annuities, and other protective financial products; targeted at individuals, families, and business owners.
• Building Long-Term Wealth Holistic wealth management taking a comprehensive view across investments, income, taxes, and goals to ensure all pieces work together for long-term financial stability; targeted at individuals, families, and business owners.
• Leaving a Legacy Estate planning and legacy planning services working alongside estate planning attorneys to help clients protect loved ones and reflect their wishes; targeted at families and high-net-worth households.
• Securities and Investment Advisory Services Securities and investment advisory services offered through the firm as a FINRA/SIPC member broker-dealer and SEC Registered investment advisor, providing financial guidance to individuals, families, and business owners.
• Retirement Plan Administration and Consulting Employer-sponsored retirement plan consulting and administration services delivered through RetirementPlans.com, a nationally recognized retirement plan firm founded and led by Worth Financial Group advisor Bob Wirth; targeted at businesses sponsoring 401(k) and pension plans.
• Greater Texas Wealth & Risk Management Sub-practice under Worth Financial Group led by Kevin Garman offering a full spectrum of investment products and life insurance for tax-free income in retirement, with a niche focus on pilot financial planning; operated from Weatherford, Texas since joining Worth Financial Group in 2018.
• AmVan Financial & Insurance Brokerage Independent insurance and financial brokerage founded by Marlan VanVeldhuizen in 2004, providing retirement preparation, wealth accumulation, and income strategy services through Worth Financial Group.
• FTS Life Insurance Agency Independent insurance agency led by Shelly Smith, specializing in fixed and variable annuity products and mutual fund investments, offered through Worth Financial Group.
• Vista Private Wealth Private wealth management practice founded by Bob Tabor in 2025, offering family-office caliber expertise and highly tailored service to affluent families; advisory services offered through Worth Financial Group, Inc.

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Seven partnerships are on record, tiered core.

• SchwabcoreTechnology or IntegrationWorth Financial Group provides clients access to Schwab's client portal for account access and management. Schwab is a leading custodian and brokerage platform used by registered investment advisors and broker-dealers.
• My StreetScapecoreTechnology or IntegrationWorth Financial Group offers clients access to My StreetScape's client portal platform for account access and management.
• RetirementPlans.comcoreStrategic or Co-development PartnerBob Wirth, a financial advisor with Worth Financial Group, founded and led several retirement plan administration firms which were merged into RetirementPlans.com, a nationally recognized retirement plan consulting and administration firm. The firm serves businesses across the country with retirement plan consulting and administration services.
• Greater Texas Wealth & Risk ManagementcoreChannel Partner/ Reseller/ DistributorKevin Garman is Managing Partner of Greater Texas Wealth & Risk Management, located in Weatherford, Texas. The firm joined Worth Financial Group in 2018 and offers a full spectrum of investment products and life insurance for tax-free income in retirement.
• Vista Private WealthcoreChannel Partner/ Reseller/ DistributorBob Tabor founded Vista Private Wealth in 2025 to deliver family-office caliber expertise and highly tailored service to affluent families. Vista Private Wealth offers advisory services through Worth Financial Group, Inc.
• FTS Life Insurance Agency, Inc.coreChannel Partner/ Reseller/ DistributorShelly Smith is President of FTS Life Insurance Agency, Inc., an independent insurance agency that provides annuity products. FTS Life Insurance Agency is an independent entity and not affiliated with Worth Financial Group, but Shelly offers services through Worth Financial Group.
• AmVan Financial & Insurance Brokerage, Inc.coreChannel Partner/ Reseller/ DistributorMarlan W. Van Veldhuizen is the founder and President of AmVan Financial & Insurance Brokerage, Inc., established in 2004. He offers securities and insurance services through Worth Financial Group.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Advisor Group: Collection of independent broker-dealer brands (FSC Securities, Royal Alliance, etc.) serving independent financial advisors. Overlapping business model and customer base with Worth Financial Group, but at significantly greater scale following PE-led consolidation.
• LPL Financial: Largest independent broker-dealer in the U.S., offering a broad RIA/broker-dealer platform to independent financial advisors. Comparable to Worth Financial Group in serving independent advisors under a regulated broker-dealer umbrella, but at vastly greater scale.
• Cetera Financial Group: Multi-channel independent broker-dealer and RIA platform serving financial advisors across the U.S. Comparable business model (independent advisor network, integrated wealth and insurance) but materially larger and backed by private-equity ownership.

Direct peers

• Commonwealth Financial Network: Privately held independent broker-dealer/RIA supporting independent financial advisors with a focus on practice management and integrated wealth services. Closely comparable to Worth Financial Group's independent, advisor-centric model.
• Cambridge Investment Research: Independent broker-dealer supporting a national network of financial advisors with RIA and insurance capabilities. Directly comparable to Worth Financial Group as an independent B-D/RIA platform for affiliated advisors, but with broader scale and advisor headcount.
• Geneos Wealth Management: Independent broker-dealer and RIA serving a national network of financial advisors with integrated wealth and insurance services. Directly comparable mid-sized independent platform; useful as a peer benchmark for growth trajectory.
• Kestra Financial: Independent broker-dealer supporting financial advisors with wealth management, insurance, and retirement plan services. Comparable to Worth Financial Group as a privately held B-D/RIA platform for affiliated advisors with insurance integration.
• Purshe Kaplan Sterling Investments: Independent broker-dealer supporting financial advisors with securities, advisory, and insurance offerings. Comparable to Worth Financial Group as a privately held independent B-D/RIA of similar size profile.
• Money Concepts Financial Network: Independent financial services franchise network offering investment, insurance, and retirement products to financial advisors and consumers. Comparable to Worth Financial Group's model of independent advisors delivering diversified financial services under one platform.

Others

• Schwab Advisor Services (Charles Schwab): Leading custodian serving independent RIAs and broker-dealers, including Worth Financial Group via its client portal relationship. Not a direct competitor but a critical infrastructure/ecosystem provider for the firm's operations.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/worth-financial-group-inc.

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Worth Financial Group Inc.